Sydney, Australia during the COVID outbreak fluctuated from captivity to social-conscious freedom. We had two major lockdowns and between them both we were living in a mask-purgatory.

This had a profound impact not only on the world around us, but on our own relationship with ourselves. Our identities.

I've always found myself to be quite lucky. Taking each obstacle, and turning them into an opportunity. Until the outbreak.

I've known people on both sides of the coin - From the negative, self-identified workaholics losing their jobs, optimists losin sight of hope, the healthy having ongoing battles with illness. To the positive, such as the revolution of the great resignation; changing accountants to creatives, CEOs to fitness instructors and vets into successful creatives. It freed many, while also devastating others. It divided us civilly, pinning anti-vaxxers against vaxxers, while simutaneously uniting the globe in it's struggl against the pandemic.

This inspired my ‘Face It’ campaign.

'Face It' consists of an on-the-nose combination of imagery of the model’s (Rider Antwi) face sporting a face mask, with geometric graphics, and text.

This phrase was to be the beginning of a bigger conversation. “Face it" as in it's time to face our reality, and “Face it” as in let’s face it together.

It is a very subtle, poignant and brash double entente. The use of the circular geometric shape, was a happy accidental afterthought. The shape itself abstractly embodies a face, while dissecting it, allowed representation of a mask.